Welcome to Brilliant Reads. This week we’re discussing how tactical hiring saved Volvo, giving marketing a rebrand and our digital capability white paper.
Why focusing on capability is key
Digital technology has brought about an unprecedented scale and pace of change. As a result, business leaders are increasingly concerned about their organisation’s ability to keep up. So how do you increase your organisation’s ability to adapt to ongoing change? We believe the answer is to build digital capability – which we define as the sum total of a team’s mindset, behaviours, skills and experience.
In this white paper we explore what digital capability is, and look at how you can build it in your organisation. We also look at the real business benefits of investing in the mindset, behaviours, skills and experience of your people – not just in technology.
Digital capability: the vital ingredient for long-term marketing success
Brilliant Noise, 13 mins
How effective hiring kept Volvo in the game
For legacy brands transforming into an agile organisation with the right workforce is essential. Teams are often lacking necessary skills to meet the current challenges.
Volvo realised that to stay afloat in the changing automotive market they would have to hunt for talent in new places, including outside the automotive industry. As Volvo CHRO Björn Sällström explains “once, you needed mechanical engineers. Today, there’s a greater need for software engineers because cars are computers more than anything else.” By strategically targeting companies such as Google and Nokia, Volvo found employees with the skills necessary to support their transformation.
How Volvo Reinvented Itself Through Hiring
Harvard Business Review, 4 mins
The power of effective feedback
Feedback can be hugely powerful, but how often do you give or receive effective feedback? Feedback is often too vague, delivered via a third party or not given at all. A key reason people shy away from giving feedback is that they don’t want to hurt someone’s feelings. However receiving and acting on effective feedback is one of the best ways we can grow and develop.
With a few simple methods everyone can make feedback more effective. Start by addressing your frame of mind, you must have a balance of caring and challenging in your approach. Once you have the mindset then make sure you’re specific and don’t forget the detail. Many people struggle to articulate feedback in the moment – develop a way of asking for, and offering, feedback that coaxes out a deeper insight.
Don’t be scared of negative feedback
Marketing Week, 5 mins
Instagram is integrating a new shopping experience directly into user feeds. This feature allows up to five products to be tagged in each post, allowing the user to simply tap the product to buy. Cutting out several steps to purchase creates a more seamless experience for the customer. Brands in the US (where the feature launched last year) are seeing an increase in revenue of up to 8%.
Instagram launches shoppable posts as it looks to play a bigger role in ecommerce
Marketing Week, 3 mins
Over the past 10 years marketing has faced increasingly negative publicity. Flooding users with content has rightfully come under scrutiny – just because brands can act like publishers it doesn’t mean they should. Marketeers need to respect people’s time and attention. Campaigns have to be more empathetic and emotionally engaging. Make your product easier to find, buy and use. Ultimately be more focused on your customers – treat them as you’d like to be treated.
Marketing needs a brand relaunch amid so much pollution
Campaign, 3 mins